Egg: I want to be a Baby8

“Remember your days as a baby? Probably not. The world revolved around you as if you found a genie who granted unlimited wishes. No work or worries. No bills or stress. A lot of sleeping. Some Eating. A little bit of playing.”

This is a remarkable campaign made for Egg, a baby clothing company. Blue pacifier stickers were placed on advertisements all over the city without explanation to generate buzz. 5,000 real blue pacifiers (right) are then placed in various locations around the city, leading to the micro site iwanttobeababy.com.

The site soon became a community where young parents could upload funny stories, drawings, pictures and other stuff, as long it had to do with babies.